Under Construction: A Blueprint to Glamour

Our relationship with Square One, the largest shopping centre in the West GTA, started 2 years ago when we took on the full rebrand to help position Square One as a premiere fashion destination.

With extensive renovations underway at Square One, the challenge was to embrace the development and to build anticipation to the high end luxury wing anchored by a flagship Holt Renfrew that will be unveiled in 2016. How does Square One stand out with “Under Construction” story a main theme for most of the major players in the GTA retail industry and all moving towards similar timelines?

Our solution for Square One was to embrace the development. Showcase the change not hide it.

We collaborated with international fashion photographer Christopher Wadsworthand Fiona Green, international fashion stylist, to stage a high fashion editorial shoot on a snowy below zero day in November. With a resilient crew and talent, we put on our warmest coats, long johns and steel toe footwear and spent the day shooting outdoors on the working construction site of the future home of Simons. We created the juxtaposition of high glamour against the raw construction site. The couture pieces created a dramatic effect against the elements and help to tease the luxury fashion that will be available when the new stores arrive.